For sure we are going to see more and more rootkit infections and the current rash I fear will be just the tip of the iceberg. So I think proactive protection is going to be required to help prevent them getting established, such as using DropMyRights (to stop files being placed in system folders, creation of registry entries, etc.) and possibly the inclusion of HIPS protection.

I wonder how the avast 5 will stand up to this as I believe there was some mention of a HIPS like element to it, any comment from the Alwil team ?

I think more effort is required to ensure VPS signature detection of the underlying files that are masked and then the boot-time scan would really come into its own so they can be detected and dealt with before windows starts and they become masked.